In a video promoting the campaign, young British Muslims speak straight to camera as if addressing Islamic State leaders, reciting various reasons they will not tolerate the group carrying out acts of terror in their name.

“The ISIS do not represent Islam or any Muslim,” one young Muslim woman says to the camera.

A meme that has been circulating on social media in recent weeks.

“Because you’re totally un-Islamic,” a young man says.

“Because you’re killing innocent people,” one woman says.

“Because my religion promotes tolerance for women and you have no respect for me,” explains one girl.

A young Muslim woman then addresses the camera, asking her fellow Muslims to unite in their attempts to stop the Islamic State from causing further damage.

It’s a powerful message that, in this time of fear and uncertainty, is resonating with many.

It’s also a brave message, given that — as one Australian Muslim mother-of-four told Mamamia last week, some Muslims are “scared” of speaking out about the issue because they fear harrassment and abuse.

“I know people keep saying the Muslim community needs to come out and say something, but I actually think most of us are scared,” she said.

“Every time a terrorist does something in the name of Islam, my reaction is true sadness that this is the sort of media attention my religion is getting”, she said.

“(T)hen it turns into anger, and I think these people make life so hard for those of us that are just trying to do the right thing”.